Open AccessGREEN MARKETING MIX BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN PRODUK BIG TREE FARMS DI LOTUS FOOD SERVICES
Author(s) -
Muhammad Zaky,
Ni Made Purnami
Publication year - 2020
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2020.v09.i02.p14
Subject(s) - green marketing , business , purchasing , marketing , promotion (chess) , product (mathematics) , nonprobability sampling , marketing mix , mathematics , population , geometry , demography , sociology , politics , political science , law
The green marketing mix approach is believed to be able to increase the integration of environmental issues in all aspects of company activities. This study aims to determine the effect of green marketing mix variables (green product, green price, green place and green promotion) on purchasing decisions for Big Tree Frams products. The research sample was determined by a purposive sampling method of 125 consumers. Data collection was carried out by distributing questionnaires to consumers of Big Tree Farms products at Lotus Food Services Jimbaran, Badung. The data analysis technique in this study used multiple linear regression analysis. The conclusions from the results of the study are, Green marketing mix (green product, green price, green place and green promotion) has a positive and partially significant effect on the purchasing decisions of Big Tree Frams products at Lotus Food Services Jimbaran, Badung.
Keyword : Green Marketing Mix,Buying Decision